AdamJ

Interesting that Sigma seems to have discontinued the EX designation, along with the cheesy gold band.

As for price, Sigma has the confidence these days to compete on performance rather than price. Assuming this lens is a better performer than the Canon 35mm L, I doubt it will be any cheaper. That said, it will undoubtedly be a lot cheaper than the 35mm L II.

Anyway, I'm really pleased to see Sigma releasing a new FF prime. I was worried for a while that they might have decided to concentrate only on crop sensors. I hope they will go on to replace their f/1.8 20mm, 24mm and 28mm FF primes.

35mm DG. Hopefully the price wouldn't over than 800, and then I will jump in for it.

Competition is fierce in that segment. There's the Samyang and the Zeiss, not to mention the original Canon and Nikon lenses. Hope Sigma will take it into account.

I have tried Samyang. The IQ is good; however, MF is really my taste. I believe Zeiss IQ should be great, but again, MF is just suite to me. I have Sigma 50mm and love it. The only problem from Sigma is you have to do AFMA; otherwise, the focus is not so accurate. Not all camera has AFMA.

This Art lens provides photographers with a state-of-the-art alternative to the more conventional 50mm. This lens’ axial chromatic aberration is minimized, which renders a cool and smooth out-of-focus image. At low apertures, it can perform like a wide-angle lens; when opened up to F1.4, it will provide background bokeh and make the subject pop like a mid-range telephoto lens.

Sigma 17-70mm f/2.8-4 DC MACRO OS HSM

This new Contemporary lens is designed for cameras with an APS-c sensor and covers a range equivalent to 25.5 to 105mm on a 35mm camera. An upgrade to its predecessor, which was released in December 2009, this general purpose lens offers a new design and a more compact build.

Sigma 120-300mm f/2.8 DG OS HSM

With redesigned mechanics and performance, this Sports lens is an update from its predecessor released in February 2011. This high-performance lens eases difficult shooting conditions by offering a maximum focal length of 300mm and a wide-open aperture of F2.8. This lens, like the other Sports category lenses to come, is dust and moisture resistant, and allows users to adjust the focus speed and the focus limiter via a button on the lens.

I find it fascinating that an upgrade on the Sigma 120-300mm f/2.8 DG OS HSM has happened so quickly. The previous model of the Sigma 120-300mm f/2.8 DG OS HSM was almost there for me, just lacking very slightly in some key performance areas.

As people are saying "Sigma do listen", there's a big chance I'll pick up this lens. If the required performance is there, my EF 300 f/2.8is could be headed for retirement. Think about it, a 120-300 f/2.8 zoom makes a pretty compelling case, especially if the critical areas of IQ and AF speed and consistent build quality cross into premium territory.